20th Excellence in Services University of Verona

International Conference Verona (Italy)

Conference Proceedings ISBN 9788890432774 483 September 7 and 8, 2017

Re-categorization and possible innovative, primary

Systemic entire Marketing Re-articulations in

Western btob services’ firms

Alberto Marino Department of Management, University of Bergamo (Italy)

Email: albmarino@libero.it

Abstract

By also defining originally challenging services’ Marketing Re-categorizations, this paper

focuses successful systemic re-orientation to point out and to promote outstanding changes

and relevant up grading of schemes, structures and contents of various primary btob

Marketing, into dynamic and continuously updated Western services’ enterprises.With

specific conceptualizations and deductions, both reinforced by results of a rolling,

continuative Research (also involving direct and indirect comparison of a lot of practices),

this paper discusses possible re-articulation (and re-naming) of various whole, innovative and

primary (into relevant services’ enterprises) btob Systemic Marketing, each involving

different and superior Sets of components to largely reinforce services enterprise‘s complete

and whole Marketing. According to our thesis, a portion of dynamic and really services btob

systemic firms, could get more and more value improvements also by choosing number (and

contents) of “re-shaped” and innovative constructs that (also through a disruptive language)

fully refine their comprehensive entire “btob” Marketing.Specifically, this paper introduces

also for leading btob (Western) services’ enterprises, innovative series of possible (like in

successful btob) “B” Sets and “B” Models non conforming to traditional marketing mixes.

Without forget the risk to excessively and un-correctly consider techno bases of btob

practices in Western Countries, our proposal specifically points out that relevance and power

of Brand (newly included in constructs like “B-P”) can be better enlarged and used by

successful new entire, synergy and “B” based Systemic Marketing’ re-articulation for primary

and large btob services’ enterprises.

Keywords

Btob services enterprises’ Marketing Re-categorizations; Marketing Re-configurations;New

“B”Sets;“B-P” centrality; “btob ” Multi “B” Sets based Advanced Systemic Marketing’ Re-

articulations

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1. Introduction, objectives and methodology

Almost forty years ago, two specific and unconventional books (of a new Italian “Book

Series”) were incisively (in that past times) dedicated to focus new basics of up graded

embryonic btob (called “industrial” in large sense) Marketing, with more relevant topics,

primarily derived from Demand Analysis (Fiocca, 1981) and hard related to specific (not

btoc) and refined “Marketing Planning” (Marino et others, 1982). Now, waiting for incoming

beginning of third decade of Third Millennium, further Theoretical and Academic progressive

contributions indicate the possibility to ameliorate knowledge and practices of more growing

(specifically referred to Western enterprises) btob Marketing (Tunisini, 2017) As also in

Western services ‘ enterprises (and in Western world at all), a lot of un-completed and un-

conforming btob Marketing can be better refined and focused and flanked by innovative and

disruptive versions.

So this paper aims to emphasize further possible and potential ameliorations and up

grading (via various innovative and not only apical re-configurations) that also disruptively

could be adopted and launched by a portion of relevant Western services’ enterprises.Our

methodology includes a combination of extensions (and re-interpretations) of relevant

literature and our disruptive “decoding” of results referred to our continuous and rolling

Research including confrontations with practices of a qualitative sample of leader, large and

multinational services‘ enterprises. Also with comparisons and innovative and disruptive

approaches, this paper underlines (about services enterprise’ btob Marketing) possible

innovative proposals, and relevant up grading, without specific exclusive reference to

situation that can be referred to specific hybrids (with btob and btoc simultaneously involved

for similar services and firms).

This paper, also evidences interrelations between (innovative too) possible advanced (and

innovative at all) Re-categorizations (not only related to re-classifications of btob goods and

services) of btob Marketing, and Re-configurations (of btob Marketing) also depending on

btob Marketing Re- articulations for outstanding Western services’ enterprises in a position to

launch relevant break-through and so on in Western Countries.

2. Basic limitations and constraints that also in practices restrain relevant possible up

grading and disruptive versions of Western services enterprises’ btob Marketing

A lot of elements and reasons continue to restrain part of relevant possible evolution and

development, reduce (more effective) Reinforcement of btob services enterprises’ Marketing

that use incisive Re- composition to reach the ultimate or outstanding btob services

enterprises’ Marketing. Insistence on mere physical aspects (not only of goods) also in

services field, continuously and negatively restrains the overtaking of a lot of current and un-

advanced btob services enterprises’ Marketing (different from physically Customized

Marketing). A large number (too conventionally managed) of services that “accompany”

physical goods or tangible aspects conceived as “ hard core” (not only in poor or traditional

Logistics and delivery or similar situations), suffer in term of btob Marketing. In addition,

various btob Marketing remain often limited by an emphasis on rationality supposed as large

determinant of client behavior in btob services enterprises’. A large number of (btob)

Marketing are weak when intangible aspects are reduced or considered (and managed)

secondary against “material core” that reduces benefits for btob clients. Often (poor) services

as that related physical goods distribution, transport and so on are in a large part of cases, not

really connected to a very effective (and primarily generator of consistent intangible benefits)

strong services’ enterprises (btob) Marketing. Normally, confusions, misunderstanding,

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mistakes and deformations reduce a possible complete and correct definition and launching of

specifically strong and effective intangible –immaterial components when services are poor o

weak due to only “physical” (and only pseudo) dominance in services’ btob Marketing.

Problems also derive from usual difficult or Marketing myopia in generating real intangible

and immaterial services with strong benefits not only and primarily based on (core or not)

physical aspects.Nature of business is frequently not well defined, not well interpreted or

related with appropriate strong services btob Marketing (Pencarelli T. et others, 2009). In

addition in presence of only poor goods or weak physical aspects, services not well designed

and not well launched causes poor (or weak) Marketing,without aggressive and intangible

benefits and related to not effective Propositions and so on! Often a part of current btob

Marketing are weak, and not strong services ‘(enterprises) Marketing at all!. In addition, these

Marketing are too traditional or too similar to poor ones, in presence of bad or inadequate

definition of the scale and “targeting”. In addition, various situations of un complete or not so

effective Marketing are poorly focusing or weakly emphasizing relevant (or potentially

important) peripheral services (Normann, 1984 and 1992).

Furthermore, in various specific situations, Business models are not incisive, not

sufficiently supportive of image, and not logically structured to favorite a client centered

approach for (potentially) impacting services (btob) Marketing. (Gummesson, 2012). So, to

ameliorate and up grading a large part of (consequently poor or weak and opaque) btob

services Marketing it is also necessary to overtake effects of limitations about services

classification and services enterprises’ btob Marketing Categorizations (and configurations).

3. Other remarks on services distinctions and on a lot of btob services’ and services

‘clients classifications, specifically related to services’ btob Marketing.

A part of (ever or now not advanced and only weakly involved in btob Marketing)

services’ distinctions and classifications are not sufficient also as consequence of explosive

and climbing (also related to Digitalizations) services’ participation to primary Countries’

GNP in the World. And also to more and more growing (ad Brand and so on) relevance of the

image (Baccarani C. and Golinelli G.M., 2015). Important distinctions are more and more

necessary between services (intensively or not) related to tangible and physical topics

involved in core (Marketing) itself versus services not (or low) related to tangible and

physical goods and aspects, included in btob Propositions (for the clients). Great differences

are also involved in relation to nature (and not only typology) of clients of clients (of btob

enterprises) in business and in btob Marketing. So, only a (relevant) part of btob clients (of

btob Marketing) sell not to btob clients but to final consumers (different from btob final user),

in a lot of clusters, like Franchising, Retail, Entertainment, and so on. (Mattiacci A. and

Pastore A., 2013). Consequently, to correctly and incisively set up up graded btob Marketing

in these (different) classifications, the nature (btob or btoc or both) of clients of the clients, is

relevant. So, all Retailers related (by own physical shops) to final consumers (called

Shoppers) are btob clients that can be involved by a specific (hybrid) btob Marketing, called

Trade Marketing, very different from other ones like Logistics related and so on. In a lot of

cases, the same physical goods can be simultaneously involved in Retail respectively by a

btoc (or Consumer) Marketing related to final Consumers, and by (various) btob Marketing

that connect Retailer and Brander (or Brander-Manufacturer) enterprises. So Trade Marketing

or similar ones and complementary btob (only transactional or different) marketing can be

focused. Furthermore, various another criteria, involved in (marketing oriented) services’

classification are related to the (not physically intended) “distance “ (in the “Filiera”) between

btob service by (initial) Seller (enterprise), other btob Buyer and final (not professional)

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services for consumer as final client of the btoc (and not necessary Retailer) enterprises.

Primarily with reference to (eventually reduced by the initial Seller) limited “distance”,

various effective and incisive services’ btob Marketing emphasize in (for the btob own

clients) Proposition advantages directly or intensively translated into important benefits

perceived by the client of the client, or by final (btoc) consumer (Gronross et Voima, 2013).

In these (interesting and profitable) situations, btob Marketing referred to (enterprise) btob

Client as Buyer, is consistency conscious of final consumer choices’ key factors, derived

(explicit or not) by final consumer ‘ needs, wants, expectations and so on. (Ferrero, 2013)

In addition, enlarged and enriched services’ classifications well and complete consider

differently role and impact of dematerialization and various typologies of intangibility. It’s

necessary to distinguish not only between immaterial services that in fact cover or not cover

delivery (or similar) of tangible goods (or aspects) and hybrids like btob Logistics and btob

Trade Marketing or similar ones. Completely immaterial and totally intangible services are

different from services that (also or partially) imply physical delivery, transportation and

reselling (like in Wholesale activities) of tangible goods (for Retail, Wholesale and so on).

Intangibilities of services can partially derive from the presence of a btob Brand Image,

reputation and so on. So, immaterial services and intangible ones are not the same or perfectly

synonym!. And obviously a lot of services are changing, are climbing, in consequence of the

transition from selling of tangible goods or physical goods to renting, leasing and so on of

same goods, transformed into immaterial services. Also as the consequence of the passage

from insourcing to outsourcing (like in btob Logistics with a fee payment and so on), an

increasing number and percentage of combinations of services and related tangibles are more

and more involved as btob also via Portals (with or without App and related to App for final

consumer in btoc also). The renaissance of (in past declined) Wholesalers (with btob client

related to final consumer or user) are now intense in btob, in a large number (not only btoc)

services Models not only related to physical good involved. So btob (via web) Wholesale

enterprises are rapidly growing not only in Tourism, and especially in Accomodation, Hotels

and so on.

Also (completely or not) immaterial and intangible services (eventually combined with

secondary tangibles like that in Digital worlds) are increasing in number, percentage and

importance, in advanced Economies and Countries. Not only as consequence of the large

diffusion of ICT, Digitals, software and similar ones. (Day S.G.,2013). An increasing number

of ICT, Digitals, software and devices, can more and more be used to generate innovation and

occasion of new and also(completely and not) immaterial and intangible offering also! Not

only btob e-commerce is increasing in a climbing number of sectors and btob business also!.

As primary effects of the numerous and main (not only complete and not only via web)

dematerializations with large diffusion of immaterial–intangible (related not only to devices

and so on) a large number of services are referring to the growth and developments of

occasion and intensity of potential opportunities with impact on profit and results on value

and co-value (also in btob shared Economy). Largely increasing (branded) btob services

(enterprises) Marketing possibilities are now related not only to a passage from Propositions

with “generic benefits” (for btob client and for btob service enterprises) to that with “value for

money”. An increasing part of current co-valuing and btob (services) Propositions are related

to a new kind of exchange in our neologism called: “value for value”. Consequently, a large

percentage of intensively increasing number of really (and also completely) immaterial and

intangible services more and more are involved to launch btob Marketing with enriched and

up graded Propositions also related to better or different services’ classifications and

categorizations.And more and more to a new and advanced btob Marketing categorizations

not only of relational type. Current and expected dynamic and changing scenarios, markets

and demands, require also in btob Marketing,a swift not only from transactional to relational

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approaches with enrichment of various typologies related to innovative and disruptive

services enterprises’ btob Marketing Re-configurations. So it’s necessary to more meditate

btob Marketing and the relevant btob Marketing Re-categorization question.

Various btob Marketing are not ever well defined or refined, when, for example, these are

not involving and not correctly considering : complete profiling of client, nature, dynamics

and trend of demand, nature, ranking and articulation of all (also symbolic) needs, wants,

desires and so on, and not only referred to intrinsic nature of (core) service and so on. To

correctly (with demand-client orientation) translate into advantages and benefits not only

intrinsic characteristics of core and peripheral services, specific enlargement (with refining)

and Re-categorizations of Marketing (and Proposition) are required in a co-valuing and

enlarged value perspective that also overtakes (and largely ameliorates) previous, partial and

not updated btob Marketing Categorizations.

4. Typically traditional and a lot of (not completely or correctly) updated btob

Marketing Categorizations in btob services enterprises.

In (only o primarily) services fields, traditional categorizations of service’s (firm) btob

Marketing are too basic and can be particularly distinguished into generic and specific ones.

Generic ones includes all typologies of Marketing (at the first level) categorized with

reference to too simple (and not really Marketing) parameters. So it could be better to focus

and differentiate large typologies for example in relation or not to relevant btoc connections,

like in case of distinctions between:

- Trade Marketing (in btob Food Trade) with relevant connections to btoc Retail and

reference also to goods distribution and logistics service to Retailer, combined with

other primary and intangibles services

- Corporate Marketing (as Banking for btob clients) with weak or without connections with

btoc Retail and only with intangibles primary service and secondary immaterial

services, etc.

Specific (but sometimes not perfect or not correctly shaped and configured) but ever

traditional categorizations are defined in a different way, that emphasizes only a basic kind of

Marketing like Pivot, completed by normally one ancillary (and sometimes partial) Marketing

as (in a single enterprise) combination (for example) of :

- (Customer)Relationship Marketing, with large (and not ever satisfactory) diffusion in an

increasing number of btob (and hybrid with btoc) fields (not necessary with advanced or

large and leader enterprises);

- Communication Marketing, largely diffused not only in “physically” and “techno”

based Business emphasizing 4P (or similarly) based btob services’ Marketing.

More recently, in addition, other (not ever convincing) normally supporting categorizations

are occurred and remain largely (or partially) used in every single enterprises in a List that

primarily includes (in addiction to related Portals, E-commerce Sites and similar ones) :

- Web-Internet (or Digital) Marketing and specifically Viral Marketing, App Marketing

and Internet Marketing. These often are primarily or essentially (with a lot of mistakes) Web

Communication and not complete or really Web Marketing.That can open to specific Web

Network (of clients, etcetera), Social Network as media and as channel of exchange,

interaction, data collecting, and so on.

- (normally automated) C.R.M. (Customer Relationship Management, often used in addition

to a large “Customer data base and data Warehouse”) to be combined with one or more other

(above mentioned) Marketing

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5. Tentative ranging of current btob services ‘enterprises’ Marketing

categorizations by number of elements involved in

Nor only referred to real services enterprises btob Marketing, related Categorizations can

also be ranged with reference to number of specific or generic (sub) Marketing composing

every whole services’ btob Marketing of a single enterprise. As suggested in Table 1.,

Categorizations can be one of four general alternatives, depending on number of primary

elements involved in every services btob (entire) Marketing of every single enterprise. As

suggested here, we focus (in the case of single enterprise’ choices) in Table 1. these possible

alternatives (also for every relevant Brand of the same firm):

Table 1. Range of services enterprises’ btob Marketing Categorizations by number of

elements involved in

Source: Our proposal

With no reference to merely (product or service focused) Customized situations (related or

not to a services Customized btob Marketing), for every relevant Brand (Business or large

clusters of btob clients and so on) every mentioned range includes four large kind of services’

btob Marketing (normally or not) involved by a single enterprise (or Brand and so on).

Ranging of these four Categorizations depends on a lot of reasons and situation and no to only

on size and leadership of Brand and (whole) enterprise. So a single Brand (or Firm) can

activate mono or dual, or Multiple (with three elements or more) own btob Marketing

Categorization (different from goods’ Category at all).

Categorizations here Mono, can be considered as involving or only one (named with

additional adjective) Marketing for the whole single enterprise (with only one primary Brand

or equivalent) or one referred to a specific Brand (of the same enterprise) and in addition a

second one related to all the rest of every single btob enterprise. main sub orders of (compact

or not) btob Marketing (observed or activated in every single entire enterprise). Mono

services btob Marketing activated simultaneously by a single Brand and by the rest of the

whole single firm are more interesting compared with Mono with an only one set activated by

single (entire) firm. Recently and currently for example, Mono of both two typologies uses

(for all important Brands and for part or all segment of clients involved) variations of the

same Experiential (techno also) Marketing part of which is considered as supportive (and

inclusive of Communication). Like in totally (exaggerated) full version proposed by Schmitt

(1999).

So typical (in btob) Mono (as sole and complete) services enterprise’ btob Marketing of

this sub macro order is (in a declining number of cases and percentage) diffused and used

(normally also by small and micro btob enterprises) as (total) Relational Marketing or

Relationship Marketing. Mono (or other increased situation, with possible errors) like

Experiential Marketing can (largely, with exaggerations) interpreted as in Schmitt (1999).

Mono Categorizations

Dual Categorizations

Triadic Categorizations

Multiple (with four or more elements) Categorizations

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Second sub macro Order of these (btob Marketing) Mono Categorizations is referred to cases

of typically incomplete (but used as sole Marketing by a single enterprise) supportive

Marketing, but considered sufficient by a lot of entire single firm. Normally this happens in

situations of Web Marketing or Communication Marketing (often confused with real Web

Marketing). These other various Mono Marketing are used as sole (if incomplete) Marketing

in combination with CRM (where M is referred to Management not to Marketing) or in

combination with Web (or Off line) Communication and so on, specifically when also micro

firm (particularly) are confident on Viral Marketing and similar ones. (Charlesworth, 2014).

6. Dual Categorizations of btob Marketing in single specific btob Western services’

enterprises

Categorizations here (as in mentioned above Table 1.) named Dual normally are including

(both considered relevant by a single firm) cases of single firm (or Brand or Division, or

Macro business and so on) that combines two main (supposed) symbiotic and synergic

(supposed) effective Marketing parts, by which (expected but not ever really able to do this)

to complete (also as impact) a whole entire btob (effective and incisive) Marketing

Configuration. In other cases of Dual categorizations you in fact note the presence of two real

parts (of mentioned two) plus a supportive not determinant (for the whole single firm)

Marketing. In other words, in more diffused cases (normally also by a portion of medium and

rarely by an intense percentage of large firms) single (entire) firm or enterprise uses Dual

Combination shaped with Relational (or Relationship) Marketing combined with Service

Marketing. And other one, like supportive Web Marketing, or Social marketing or

Communication Marketing.In smaller (but normally not micro) firms it can be now found, as

typical Dual (complete or presumed complete) Categorizations, Marketing (for entire single

enterprise), derives from the combination of (largely interpreted and practiced) Experiential

Marketing and (for example) Web Marketing or similar one. In a large number (and

significant percentage) of btob micro and very small enterprises, the mentioned combination

(in Dual Categorizations) includes (as second or first part) a (largely practiced as economic

and pricing incentive) “Promo” Marketing diffused by a concomitant Viral Marketing or

similar one. An (other) interesting (and frequently used not only in typical smaller enterprises)

Combination (as Dual Categorizations named) tries to include symbiotic “Promo” (or similar)

Marketing and Communication (in a large sense,including the relational efforts of Sales Force

o Relational Accounts -Manager’ Team) Marketing Obviously, the effectiveness of these and

other Dual combinations is different from one case to others in various (specifically Western)

btob Marketing and related firms and enterprises.

7. Triadic and Multiple (with four or more elements) btob services enterprises’

Marketing Categorizations and related specific Marketing involved in

Categorizations (of btob Marketing involved in a single entire and Western enterprise) also

emphasize (more frequent) possibilities related to interesting Tri based (or Triadic)

alternatives, with climbing diffusion (in Western Countries) in btob of a increasing number

and percentage of (not only large) enterprises, enlarging up to three the number of parts of

Marketing included in own whole, entire Marketing.These Triadic Categorizations are various

and not depends only on growing relevance of Internet and Digitalizations in current times

and in incoming and (expected) future other new “post-post modern Ages”, more and more

affected by Digital Worlds and by (expected in explosion) Internet of things’ potentialities

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(Greengard, 2015) and opportunities from Ict based as multi-touch, multi contact (not only for

final consumers), multi channel –multi shopping ones and so not only connected to e-

commerce and app evolution.Also the (numerous and increasing) Tri-combinations based (or

Triadic) Marketing Categorizations can be referred to two main sub orders of macro

typologies. Normally an increasing percentage of also smaller (and not niche or segment’

leader) btob enterprises are more and more interested in trying combinations of “Promo”

Marketing, (weak) Relationship Marketing, and (initial) Web (or Digital) Marketing, in

presence of e-commerce or not. In a limited percentage of cases (btob services) Experiential

(or generically Experience) Marketing can be included (in alternative to weak or incentive

Promo or Relational one). In the second Order of Triadic Categorizations, normally (not

smaller) firms and enterprises also reinforce Triadic Marketing (or Triadic Marketing

Configurations) with a lot of other (not ever Marketing) parts, like (nor ever satisfying)

automatic CRM (Frow P. and others, 2013), portion of Experiential Marketing and so on.

Table 1. also contains and focuses a portion of possible (more than Triadic) Multiple btob

Services Marketing, normally not so diffused now but growing up in no homogeneous ways

in an increasing (but not ever convincing) portion of btob services large enterprises’

Marketing.

Also a relevant part of Multiple (more than Triadic) Marketing Categorizations (as

indicated in Table 1.), are really (or currently) marginal or weak and not comparable to other

more effective and incisive btob Marketing typologies (and also Categorizations). A lot of

Marketing Categorizations are Multiple only apparently and include poor (supportive) parts,

weak in term of btob Marketing. Not Multiple (Triadic or more) Categorizations sometimes

can get more and better results also in presence of embedded (but effective) marketing s parts

and components or sometimes in case of relevant “implicit” (parts of) Marketing. Too

apparently (and so called) Multiple Categorization are not really Multiple and not effective

(but marginal) btob Marketing Categorizations. A large number of (also Multiple) btob

Categorizations are often referred to really (only) embryonic or “pseudo” (services’

enterprises’) btob Marketing and also to “quasi” btob (effective) services enterprises‘

Marketing. Not only in consequence of limited or inadequate and not specific services

Marketing culture and incisivity.(Barile S. and others, 2016).

8. Innovative and disruptive Re-categorizations referred to emerging re-configured

Multi “B’s” based btob upper, systemic and relevant btob services enterprises ‘

Marketing

Not only generically additional, but also really emerging, and also disruptive new Re-

categorization of services enterprises’ btob Marketing, are possible in these post-post modern

Ages (Marino, 2015) related to innovative and more complex, more systemic Re-

configurations of btob Marketing, that can and could effectively be defined, approached and

(in Western world largely affected by emotions, as Bauman evidences also in 2013b)

activated by a portion of relevant (Western) enterprises. In a short (but gradually enlargeable)

number of (leader, large and multinational) btob service’ enterprises, various untraditional

(and more articulated, not only Multidimensional – Multiple) Multi (and Multiple) Sets based

btob Marketing now become possible. Built not only as more symbiotic, and more and more

multi touch refined, various multi direct contacting and propositional whole Corporate btob

Marketing (for whole firm at all). Or for every relevant Brand, sector, class of macro business

and so on) can be shaped and launched. These new Configurations of btob services enterprise

Marketing are including a larger number of parts and new combinations of these parts,

defined and activated (primarily) in a smart and relevant services’ btob firms (not only more

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and more interested in “Big data”, “Data Analytics”, open R&D and so on). As in our

innovative proposal (for a very small percentage of primary services’ firms), new composite

and effective Constructs are to be included in a lot of specific (and not generically

Multidimensional and Multiple) really Multi Sets based, Corporate btob Marketing. In every

single relevant services enterprise every this (largely different) Corporate Marketing becomes

Mega as derived from re-articulated Configurations, including relevant (and all

Multidimensional and Multiple) partially new, primary Parties, and up graded-augmented

Combinations. All supported by various Multi Sets (in and by single firm) differently named

and activated. Every superior Mega btob services btob Marketing not only includes the

innovative combinations of primary Multi Set named Bunch (Marino, 2015) that integrates

various entire (and revised) single (not traditional) Marketing. In every this (not consolidated)

up graded Mega Configuration,other combinations of Multi Sets are systemically addicted to

an unique composition of (up to five, normally ameliorated also in systemic ways) specific

and well integrated Marketing like : relationship marketing, web marketing, techno

marketing, eventually and also combined with green-sustainable marketing, emotional

marketing or similar. In other situations the number of these specific and combined marketing

(involved in Bunch of mentioned Mega Marketing) is reduced and sustained by a lot of

supportive Parts,including not only CRM, but for example, Big data, Data Analytics, etcetera.

Not only to complete and to sustain more effective Propositions. Specifically in every

(Multidimensional) Multiple Multi Sets (with a lot of single articulated Set) based Mega

Marketing, very improving and performing firms launch and activate a lot of Super Sets and

other Sets. Combinations and compositions involved in every btob (services enterprises’)

Mega Marketing are shaped and defined as Nuclei of Super Sets, every one inclusive of other

specific Sets !.Every new kind of these Mega Marketing is supported by a specific and

articulated Multi B’s (Mega Marketing) Model.

Interesting and up graded btob (services enterprise’) Mega Marketing Re-configuration

derives from a re-articulation based on various “B” (involved in one of the possible specific

Models). So, portion of superior firm can increase effort to activate one of various (and

eventually the apical one) versions bases by assembly a lot of B’ Super Sets and Sets t

included in every typology of B’s Model.

Normally with possible duplication (in case of various important Brand included into the

single firm), every normal or not apical btob (services enterprise’ whole or Corporate)

Marketing can be transformed into an effective Mega Marketing built by systemically

activating simultaneously these three Big B’s (like Super Sets):

.BRAND

.”B-P” (Brand-Persuser binomials)

.BUNCH (including three or eventually four or five entire Marketing well amalgamated in

a sort of effective and incisive Bouquet)

In addition, the Big Nucleus of these three Big Parties (or Super Set of primary relevant

Super B’s) are ie reinforced with another two specific Nucleus of B’ Sets (not super Set).

Nucleus including Blend, Boxes and so on. And Nucleus involving Bind (whole, real and

perceived, Offering, inclusive of legal, contractual, and “sudden”/not disclosed aspects,

without exclusion).

So our (innovative and possible in various versions) proposal (that could be activated by

every firm of a portion of really leader, large and multinational services’ enterprises) five

(enlargeable and ameliorable) orders of (as Super Sets and Sets) of B’s and involved as and in

related five relevant Nuclei that characterize intensity and profile of mentioned (Mega)

Marketing Re-Configuration.Obviously, every primary and secondary Nucleus (as single or

multiple B’s) can be considered inclusive of a variable number of specific components (or

Sub B’s and others). Consequently, it is necessary to chose and vary intensity and typology of

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every dynamically chosen, proper, specific (and also more and more advanced) B’s Model.

Supporting Re-configurations to build up a really Systemic Mega (or really Whole)

Marketing!.

Number of sub components, profile, use and articulations of every Nucleus of mentioned

(innovative) Five ones and connected compositions also depend on necessity and possibility

to dynamically increase value (and co-valuing) and results, relevance and impacts (primarily

on Persusers, Stakeholders and competitors) not only by investing and expending but also by

continuously balancing structural, strategic, tactical, infra-annual and topic moments - steps

and related effects.

In a lot of cases, it could be possible to enlarge and to enrich incisiveness, effectiveness

and results of Marketing up graded (to Mega level) by Multi B’s Model based Re-

configurations that dynamically activate not only one (of five) Nucleus or only Bunch

Nucleus of B’s but a really Systemic (and complete) Mega Marketing. In our innovative

(Systemic Multi B’s based) proposal (for every specific outstanding western services’

enterprise) mentioned (and potentially apical) Systemic Re-configuration (Golinelli, 2017) is

reachable by including all five (or more) entire specific single (but systemically refined)

Marketing into (for every primary Brand) a Systemic Bunch (of proper Mega Marketing) also

primarily displayed with concomitant Systemic (and really reinforced) Brand and “B-P”

Constructs. (Both as Super Sets B’s). In addition, these firms could enlarge (and enrich) the

mentioned Systemic Re-configuration by launching other Nucleus of ancillary “other

B’s”(Sets), involving Bind (and eventually Boost and so on), to increase the incisiveness, and

not only to launch and to proliferate specific services or service line and so on. Then related

Propositions and answer to Persuser (Persons-user) can be intensively ameliorated not by only

a single Nucleus, but by Five ones, every of these composed of five or more element, in a

Systemic Mega Marketing perspective.

So a small part of leader, large and multinational (western) services’ enterprises could try

to reach the apical (pro tempore) levels of Marketing results (with systemic attention,

approaches, resources, competencies and skills) not only by accelerating the launch (for every

large own Brand (reinforced with very incisive “B-P”) of own Bunch (like an “assembly” of

five entire single Marketing). Systemic Mega Marketing’ set up also requires, other B’s (as

Super Sets, and Sets), or the activation of (all) five mentioned Constructs, including not only

Bunch. Boundaries (and perimeter) of mentioned five based Systemic Mega Marketing,

number and effectiveness of specific micro components for every one of these five Constructs

(involving not only Bunch that includes five single Marketing) can be ameliorated and

dynamically (re)defined also with a good use of Big data & data Analytics, Belief, Big

supporting instruments (and KPI), Blow up (of new Genders and so on).

It’s necessary to better specify the significance of a lot of B’s (primary and ancillary ones)

involved by the various possible versions of (included in our innovative and disruptive

proposal) B’s Models (that can be changed or up graded frequently).Brand is really relevant.

So this (as also inclusive of various Personifications, Personalizations, values and so on)

appears twice (in other words also in “B-P”) in mentioned Triad and connected arrangement!.

“B-P” is a Binomial (Marino, 2015) that combine symbiotically (reinforced and multi

values) Brand and “P” as Persuser (Persons-of the client involved in decision in every

enterprise as btob Client and User both involved as Client and potential Client in btob) and

also P like Primary Stakeholder s (in addition to client and including not only Influencers, of

course).

Bunch (for every relevant or Big Brand in “Galaxy “ like very large Division, etc) and so

on in large groups means Bouquet, mélange, amalgam of up to five entire (Systemic) specific

Marketing (to be combined into the Mega one !) like : Green-Sustainable Marketing,

493

Experiential Marketing, Techno Marketing, Web Marketing, Relational Marketing and or

similar ones.

Blend is a specific (decided for a period of time or specific territory and os on) tool by

which to emphasize reinforcement of a big benefit (or focus) involved by Brand or all other

parts of Mega Marketing. Sometimes this (or every) Blend can also contains (portions) of

secondary Marketing like Neuro Marketing and so on, with specific emphasis on Emotions

and so on.

Boxes are specific Master Platform by which (with also reference to web focus) involving

Persuser, and Stakeholders, via Partnership and so on.

Bind (as referred below) is a (different from typical perceived and emphasized Proposition)

Construct with enlarged significance and interpretation of typical Offering and consequently

considers and involves not only positive and positively perceived, and including “hidden”,

disguised or not disclosed contractual and Propositional aspects!.

Boost can sustain specific additional (or not) reinforcement particularly emphasizing and

using emphatic Promo, Events and so on.

In western btob a short part of large, leader and multinational Western enterprises, could

swift now to Re-configured, refined as enlarged and enriched Advanced Multi Sets Marketing

as in our articulated proposal, conceived not only as a superior kind of innovative, intensive

and incisive (in Western btob) Corporate Marketing.

Summarizing, outstanding services’ enterprises can chose between a lot of Multi Set

shaped versions of Re-configured Marketing. A specific lot of services enterprises can move

on with a disruptive approach centered on one of various version referred to Re-configuration

finalized to activate (btob) Systemic Mega Marketing. Launch and continuously

reinforcement of one or more mentioned Systemic (Mega) Marketing gets big results with

innovative and multiple ways related to B’s Models use. First of all our proposal emphasizes

that is not involved (as usual) only one specific (also revised or enlarged) Marketing, but must

simultaneously, effectively and creatively be combined (for every large group-Clusters of

segments-clients as Persons-Genders and so on) and translated into a Bunch (like a symbiotic

and harmonic, perceived and -as unique - appreciated Bouquet) various (symbiotic and really

Systemic (as in Golinelli GM 2017’ definition) specific type of Marketing. Effective,

fostering Bunch (like a Bouquet), is to be helped also by Brand,and binomial “B-P” emerging

as relevant combination of (renewed) Brand and Persuser (not only Brand - Product or so on)

to increase also perceived and appreciated differentiation and uniqueness by the Client –

Persuser ’(and other Primary Stakeholder’) point of view. Furthermore, other two Sets of B’s

(one with Blend and Boxes, to reinforce short term or specific moments) and the second one

including Boost and Bind (different from generic Offering from the only Enterprise point of

view) are involved and de-refined to better and continuously connect and activate effects of:

short, medium and long term orientation, strategic and tactics moves, tangible and intangible

premiums, hard and soft advances, and so on. Obviously, we can flexibly and early arrange a

lot of alternative Multi B Sets Model for these advanced and Multiple Marketing.

Normally, the Triad “Brand, B-P and Bunch” is determinant in various of possible B’s

Models that also involves a variable number of other ancillary B’s like: Blend (sometimes

emphasizing or integrating essence involved in every Bunch) and Boxes (Master components

to produce delivery of -co- value. etc). Bind and so on. (Marino, 2015)

Various relevant up grading in a lot of (multi) B’s Model are also possible by using

incisive ancillary B’s, not only in case of very large and most important enterprises involved

in btob services that are related to (as in our neologism) so called ”BIG” Services, as primary

source of superior info, data and similar ones, offered or derived from dominant Google,

Facebook and so on. Different from Extra Big Data provided by Super computers (expected

to be monopolized by Chinese situation!!).

494

In addition it’s very important to emphasize that an effective, complex building and a

hardy impacting activation of well Re-configured (and advanced not only at an apical level)

Multi B’s Model based’ btob Mega Marketing also and largely depend on a lot of “secret”

know how and outstanding “processes” that differ situation by situation and that cannot be

only tentatively shaped by every single (btob) enterprise. Large and specific Systems’,

Marketing’, and Management’ competences must be putted into, in case of swift from a

generic (pre-advanced) btob Marketing to a largely Multi B’s based (btob) Marketing

primarily to reach the (pro-tempore) apical level of B’s based’ Mega btob Marketing.

Therefore to get a (pro tempore) very upper effectiveness, probably it is not sufficient to

pursue (by the large and leader multinational -Western- services’ enterprise) only a (not

completely Systemic and intensive) sort of Advanced 4.0 (btob) Marketing. Large difference

can occur between generic (Advanced) 4.0 Marketing and a very Advanced 5.0 Multi B’s

Model’ based Systemic Mega Marketing. Advanced 4.0 Marketing is only based on a (not

simple) combination of: 3.0 web, intangible implications of Internet of things, 4.0 data,

multiple Communication and interaction, etc. In advanced Multi B’s 5.0 Mega (btob)

Marketing, every “B “(and cluster of “B”) are more and more also involving concomitantly

with: 3.0 open innovation approaches, magical (and often related to important B connected to

Big services from Big providers) use of Big Data, Mastering tips centered on every source of

co- valuing, dynamic, rolling and multiple Propositions, concurrent Double five of constantly

updated Personifications-Personalizations, NeuroMarketing, and coverage of every kind of

relevant impact to ameliorate perceptions, stimulations, and so on. In these cases, every

ancillary B, every relevant “B”, every Cluster of “B”, and the complete Multi Sets based’

Constructs of primary B’s and connected aggregates, are involved and continuously produce

competitive advantages and co valuing benefits, with also unexpected contribution to values

and consequent impressive effects!.

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Biographical sketch

Alberto Marino, Economics Degree with laude in Bocconi University. General Management

Master, Specific and Special Studies in Usa. International Businesss Advisor, professor of

Marketing in Masters, Department of management, University of Bergamo, Italy. With

large Business & Marketing Disruption specializations. Strategy, Brand and Systemic

Marketing and Disruptive Business’ Research interest.

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